Over half of Americans ages 15-34 are actively using online social networks (e.g., Facebook, MySpace), spending on average more than seven hours per week on such websites and driving the growth of overall time spent online.
For those 35 and over, the percentage of social network users drops, but is still tens of millions of people. Participation in social networks continues to grow, though more slowly than in prior years, as more people seek to connect, share and collaborate with sometimes far-flung family, friends, business colleagues and other likeminded individuals online.
Today, hundreds of millions of online users have already joined at least one social network, with an increasing number belonging to more than one. About 40% of all social networkers say they use social networking sites to learn more about brands or products they like, with 28% saying that a friend has recommended a brand or product to them.
For marketers, social networks represent a unique and potentially more personable way to communicate with customers in a environmentally responsible way. Those users can be found across a wide variety of social networks, including both general interest and vertically focused networks that connect people interested in environmental and social responsibility.
In addition to the list of over 50 notable green social networks we’ve identified, there are hundreds more that pop up with the term ‘green’ in their names that use platforms, like Ning, that allow anyone to create their own social networks. Probably hundreds more with terms like environmental, sustainable, eco, etc.
There are a number of ways marketers can integrate social networks into their marketing mix. Among them are to (1) create profiles or pages, and start groups on existing social networks; (2) integrate marketing campaigns with social profiles and tools (e.g., video, podcast, fanbase); (3) start their own social network; and (4) advertise on social networks.
With any of these tactics, some real effort and/or budget are required for success. That’s why rather than a scatter shot approach, it’s important to choose the right social networks for your organization, brand and objectives, and then commit the time to give your efforts a chance to work.
-
Source: SRB Marketing
